Showmen's Trade Review (1939)

July 15, 1939 SHOWMEN'S TRADE REVIEW Page 13 Jewelry shops should be approached for a window tieup using as a basis a catchline something like this: "Do you get the time of day from others? It isn't wise to depend 'On Borrowed Time' — buy one of our dependable, accurate watches and be sure of being on time for your appointments." Perhaps you can re-word this, or it may suggest another angle along the same lines. In any event, it's a good tieup. Reputable credit clothing stores, finance companies, and other firms catering to people who buy on the deferred payment plan might tie in with you by impressing on the public that buying 'On Borrowed Time' (the term is especially appropriate here) is an easy and convenient way of preventing a strain on the budget and making it easier to acquire the things they've always wanted to own. You'll note we used the word "reputable" at the start of this paragraph. We did this, because there may be shady enterprises which you should carefully avoid. Although "On Borrowed Time" will be better understood by adults than by children, the fact remains that those juveniles who see it will be amused by the actions of little Pud, as played by Bobs Watson, and even though they may not grasp the significance of the story, they'll understand to a certain extent the strong bond that exists between the little boy and his grandfather. Most children follow only the action of a picture, anyway, so that if the action presents enough to amuse them, they'll feel they've had a grand time watching it. Several Suggestions on Pud We have brought out this point here because special exploitation, if you choose, can be based on the character of Pud. First, a resemblance contest in which photographs are submitted to a committee of judges who select the child most nearly resembling Pud, can be promoted through the newspaper. A layout of these photos could be published at frequent intervals during the contest, and the photos might also be placed on display in your lobby or in the window of a cooperating photographer who would agree to "snap" every youngster desiring to participate. Along the same general lines, Stills MG-73524 and MG-73529 showing Pud on a crying spree, could be published with an invitation to parents to send in "crying" photos of their offspring, the most amusing you should arrange your newspaper teaser ad campaign to include these unique advance displays. All, except the one at the extreme left, concentrate on the wholehearted thrills and tun of the story. "Who is Mr. Brink?" excites curiosity without revealing the strange part he has in v y the plot development of the picture. Here's One of the Many Tieups You'll get good representation in merchant windows if you use the exploitation tie-up stills in your promotion. The one illustrated here is especially timely, for most drugs and department stores are selling thermos to vacationists. ones to receive prizes of cash and tickets. The character of Pud is represented in the tieups on cookies and toys. For instance, you could use Still 1090-88, which shows him stealing cookies from the pantry, in a contest wherein youngsters could write short letters of what happened when they were caught "in the act." Another still, MG-73532, which shows Pud with a kite, would be appropriate to illustrate the announcement of a kite-flying contest in an open field near the theatre, and could be used in the window of stores cooperating with you in sponsoring this venture. "On Borrowed Time," even when one knows nothing of the story which it designates, suggests the element of chance, of waylaying ill-luck or disaster by a lucky turn of events so that just missing colliding with the auto in front of us or jumping out of the path of a street car is really living "On Borrowed Time." With this idea in mind, and without having to reveal the nature of the film's plot, you could run a newspaper contest in which people who have had narrow escapes from what might otherwise have been serious accidents or moments of embarrassment can tell of their experiences. Such a contest excites curiosity about the title, makes the public eager to see the picture. Details can be highlighted with illustrations which you'll find in the exploitation section of the press book. Also, one of them is illustrated on this page. This year Lionel Barrymore celebrates his 30th film anniversary. Link this to your exploitation on the picture by running interesting stories about him, many of which you can cull from the press book. During the filming of "On Borrowed Time," several MGM stars and other celebrities gathered to honor Mr. Barrymore on his 61st birthday. A photograph was made of the event. Thus, you can use Still MG-73447 to accompany one of the stories or as newspaper art with caption. Or, you can order as many 8x10 imitation autographed photos on the same subject as you wish and distribute them to patrons. Ad Lines to Attract Patrons In the ads you'll note such catchlines as "Make room in your heart for the new film as happy as 'You Can't Take It With You'" — "Treat your heart to a grand movie" — "Now your own heart will sing to a picture truly great ... a picture with laughter and heart-warming sentiment." These lines prepare your patrons for the humor, homespun type of drama they like to see. Therefore, see that they are included not only in your ads, but in your front and lobby displays as well. Some of the humorous lines from the picture should also find a place in the displays. A large cut-out face of a clock', with the title lettered over it and surrounded by cutouts of appealing scenes from the film would make an attractive display for the marquee. You could place a cut-out of a tree in the lobby, with several stills fastened to it. The tree is a motivating factor in the story, of course, but since you won't want to come right out and reveal the part it plays, you can at least excite curiosity by using it as we have suggested. Thinking the matter over, we believe it would be a good stunt to have some cards imprinted and tack them to trees along the streets and highways, provided you have permission, of course. The copy could read, "You'll be up a tree if you miss 'On Borrowed Time,' the most human, heart-warming picture of the year." Your patrons will be seeing a picture that's novel and different when compared to average film fare. Therefore, if you follow the suggestions we've made here ; if you keep your campaign on a cheerful note, meanwhile being sure it's thorough and complete, there's no reason why you should not experience happy box office returns. Whatever provocative discussion may come about will take place after the opening, and any film which tends to provoke discussion can be counted upon to play to increasing patronage each day of its run. WHO IS MR. BRINK —man of mystery! You've never met anyone like him in any movie or book or in your wildest dreams! But he'll be themost talked about man in town ! ON BORROWED TIME Friday THEATRE AUNT DEMMIE IS A YOU-KNOW-WHAT*! says Pud. And you'll agree wholeheartedly when you meet her in MGM's uproarious, glorious movie ON BORROWED TIME -Friday THEATRE PUD, YOU'VE GOT TO LEARN TO CUSS AND FIGHT SOMEDAY % — and you might 'Qf&W as ive// learn from an expert I The thrills and fun and stars of two great pictures rolled into one! Lionel Barry more.(Gramps of You Can't Take It With You) is Gramps Northrup and Bobs Watson(the Pewee of Boys Toion)is Pud in MGM's glorious uproarious ON BORROWED TIME MGM Adaptation Of The Statre Success Starting. . . THEATRE WHO CALLED AUNT DEMETRIA A YOU-KNOW-WHAT*! Why did Gramps laugh when he shot the doctor in the heart? Who is mysterious Mr. Brink? You'll laugh and enjoy Lionel Barrymore in a wonderful role to rival You Can't Take It With You and thrill to the screen's most jarring surprise climax when you see the answers in ON BORROWED TIME MGM Adaptation Of The Stage Success Starting. . . THEATRE * il will be the most talked about word oj the week!